The Ultimate Step-by-Step Guide
Welcome to the step-by-step guide on designing a high-quality BigCommerce landing page to help inform customers and improve your SEO rankings. If you're looking to boost your online business, thankfully, you're in the right place!
In this guide, we'll walk you through each stage of creating a powerful landing page that captivates your audience and drives conversions. Whether you're a seasoned BigCommerce expert or an e-commerce entrepreneur starting on BigCommerce, our expert tips and strategies will help you optimize your BigCommerce landing page for success.
From choosing the right keywords and structuring your page for BigCommerce SEO (search engine optimization) to developing compelling and persuasive content, we've got you covered. We'll also dive into the importance of user experience, mobile responsiveness, and call-to-action optimization to ensure your landing page is a magnet for customers.
We hope you find this guide a simple tool to help you understand the breakdown of each step in the process. Each actionable task will make it easy for you to follow along. So, let's dive in headfirst and transform your BigCommerce store into a landing page powerhouse!
The Importance of High-Impact BigCommerce Landing Pages
Landing pages are the cornerstone of any successful e-commerce business. They serve as the first point of contact between your brand and potential customers, making them a critical component of your digital marketing and website content strategy. Landing Pages also work as highways to funnel traffic to the right parts of your website based on their search intent. A well-designed landing page on BigCommerce can captivate your audience, drive conversions, and boost your bottom line.
In the highly competitive world of online retail, having high-performing landing pages can make all the difference, especially since some companies don’t invest much time or energy into them. Top-of-the-line landing pages are a gateway to your products, services, and offers, and they need to be optimized to deliver a seamless and engaging user experience. If a landing page fails to capture the attention of your visitors or provide a clear call to action, this can result in lost leads, abandoned shopping carts, and missed opportunities.
Investing in the design and optimization of your BigCommerce landing page is a strategic move that can foster significant returns. Crafting a visually appealing, informative, and conversion-focused landing page can effectively communicate your brand's value proposition, build trust with your audience, and ultimately drive more sales and revenue for your business. In the following sections, we'll delve deeper into the strategies and best practices for designing a high-converting BigCommerce landing page that will help you boost your SEO and achieve your e-commerce goals.
How to Create a Landing Page in BigCommerce (Step-by-Step)
Creating a landing page in BigCommerce is a straightforward process that allows you to showcase specific products, promotions, or events. You can do this internally or work with a BigCommerce Agency Partner to accomplish it. There are a couple of different kinds of landing pages you can create with your BigCommerce account. For this example, we’ll focus on creating a standard landing page. Here’s a step-by-step guide to help you get started:
Part 1: Access your BigCommerce Admin Dashboard
- Log in to your BigCommerce account. This will take you to your admin dashboard.
- From your dashboard, navigate to the "Storefront" tab in the left-hand menu.
Part 2: Navigate to Web Pages
- In the "Storefront" tab, click on "Web Pages."
- You’ll be sent to the Web Pages screen, where you can manage all your existing pages or create new ones.
Part 3: Create a New Page
- Click the “Create a Web Page” button.
Part 4: Configure the Page Details
- You’ll be presented with different types of pages to create. Select “Content Created Using WYSIWYG editor” for a standard (native) BigCommerce landing page.
- Enter a title for your BigCommerce landing page in the “Page Name” field. This name will also appear in the URL.
- Under “Page URL,” you can either use the auto-generated URL (based on your page name) or customize it to reflect the content on the BigCommerce page better.
- Enter your page content in the text box.
Part 5: Customize Your Content
- In the text box (WYSIWYG Editor) add text, images, videos, and other content elements. This editor allows you to design your page without needing to know any code.
You can switch on the “HTML” button to manually enter code. This is in the page type section.
Part 6: Set Up SEO and Visibility
- Scroll down to the “Advanced Options” section. You can optimize your page for search engines by adding meta descriptions, keywords, and a title tag.
Read the rest of this article to learn how to complete this part of the process best!
Part 7: Save and Preview Your Page
- After configuring the page to your liking, click the “Save & Exit” button.
- Once saved, you’ll be able to preview the page to ensure everything appears as expected. Review the preview.
Part 8: Publish the Page
- If everything looks good, publish or schedule publish the page.
- Once published, link to the new BigCommerce Landing Page from your homepage, other landing pages, blog content, social media content, email campaigns, or ads to help drive traffic! This will also help boost SEO for your entire site.
By following these steps, you can effectively create a landing page in BigCommerce that serves as a powerful tool for your marketing campaigns.
Having trouble setting up your landing page? Reach out today! We want to make sure you’re set up for success and have the know-how to be successful for years to come.
How Does Google Rank Landing Pages Based on SEO?
Search engine optimization (SEO) is crucial to any successful landing page design. Google, the dominant search engine, uses a complex algorithm to crawl, index, and rank web pages based on a variety of factors, including the quality and relevance of the content, the user experience, and the technical optimization of the page.
When it comes to landing pages, Google's algorithms place a strong positive emphasis on factors such as the following:
- page loading speed
- mobile responsiveness
- overall user experience
- well-structured content
- informative content (keywords)
- engagement of viewers
Google's algorithms place a strong negative emphasis on factors such as the following:
- slow page load speed
- not mobile device friendly
- difficult or confusing user experience
- keyword stuffing
- poor or vague content
By understanding how Google evaluates and ranks landing pages, you can optimize your BigCommerce landing page to improve its visibility, drive more traffic, and, ultimately, increase conversions. If you want a deeper dive into Google’s SEO tracking, check out the Google Search Engine Optimization (SEO) Starter Guide for more information.
Understanding the Target Audience and Their Needs
Designing a high-converting BigCommerce landing page begins with a deep understanding of your target audience. Who are the people you're trying to reach, and what are their pain points, interests, and buying behaviors? Answering these questions will help you create a landing page that resonates with your potential customers and addresses their specific needs.
Start by conducting market research, analyzing your customer data, and creating buyer personas for your BigCommerce website. Understand the demographics, interests, and pain points of your target audience. This information will help shape the content, design, and messaging of your landing page, ensuring that it speaks directly to your potential customers and addresses their concerns. Ultimately, you want your potential customers to find great value in your landing pages! If there is a topic that you think your customers are looking to learn more about, then create a landing page for it!
Additionally, consider the customer journey and the stage of the sales funnel your target audience is in. Are they in the awareness stage, where they're just learning about your brand and products? Or are they further down the funnel, ready to make a purchase? Tailoring your landing page content and calls to action to the specific needs of your audience at different stages of the buyer's journey can significantly improve your conversion rates. Everyone is on a different journey, so make sure the messaging on your landing page meets them where they’re at.
Does this seem like a lot? Well, it can be. If you have questions or just don’t have the time, reach out to us. We have teams of full-time US-based developers ready to help take your BigCommerce Landing Pages and SEO to new heights!
Conducting Keyword Research for SEO
Effective keyword research is critical to optimizing your best BigCommerce landing pages for search engine visibility. By identifying the keywords and phrases your target audience uses to search for products or services like yours, you can ensure that your landing page content is aligned with their search intent and more likely to appear in the top search results.
Start by brainstorming a list of relevant keywords and phrases related to your products or services. Use keyword research tools like Google Keyword Planner, Ahrefs, SEMrush, or UberSuggest to uncover additional keywords, analyze their search volume, and assess the level of competition. Look for long-tail keywords that are more specific and less competitive, as these can be easier to rank for and may drive more qualified traffic to your landing page.
Once you've identified the most relevant and high-performing keywords, incorporate them strategically throughout your landing page content, including in the headline, subheadings, body text, and meta tags. However, don't go too crazy with the keywords.
A Note On Keyword Stuffing
There’s a term, “Keyword stuffing” that refers to putting as many keywords as possible into your content so much so that it detracts from the actual quality of the content. Google knows when this happens and will dock you SEO status for doing it. So, be smart and take an authentic approach to the keywords in your content. Keyword stuffing negatively impacts your search engine rankings. Focus on creating natural, informative, and engaging content that seamlessly incorporates your target keywords.
Designing an Attention-Grabbing Headline and Subheadings
The headline and subheadings of your BigCommerce landing page are the first things your visitors will see, and they play a crucial role in capturing their attention and guiding them through the content. Crafting an attention-grabbing headline that clearly communicates your value proposition and resonates with your target audience is essential for driving engagement and conversions.
Start by testing different options to determine the most effective headline and subheadings for your landing page. Differ your variations by things like focusing on the benefits of your products or services, addressing a specific pain point, or using a more conversational tone. Pay attention to the length, tone, and overall impact of your headlines and subheadings, as these elements can significantly impact the user experience and the likelihood of a visitor taking the desired action.
In addition to creating compelling headlines and subheadings, ensure they are optimized for search engines by incorporating your target keywords. This will help improve the visibility of your landing page in search results and increase the chances of attracting the right audience to your site. Remember to balance search engine optimization with a user-centric approach, ensuring that your headlines and subheadings are not only keyword-rich but also engaging and informative for your potential customers.
Crafting Compelling and Persuasive Copy
The content of your BigCommerce landing page is the heart of your marketing efforts, and it must be carefully crafted to inform, engage, and persuade your target audience. Effective landing page copy (text) should clearly communicate your value proposition, address your customers' needs and pain points, and ultimately drive them to take the desired action, such as making a purchase or signing up for a newsletter.
Start by outlining the key points you want to convey, such as the features and benefits of your products or services, your brand's unique selling proposition, and any social proof or testimonials that can build trust and credibility. Then, craft your copy using a clear, concise, and compelling writing style that speaks directly to your target audience.
You can incorporate storytelling elements to make your copy more engaging and memorable. Share the origin story of your brand, highlight your customers' personal experiences, or use emotive language to tap into your audience's emotions. Additionally, ensure that your copy is easy to scan and digest, with short paragraphs, bullet points, and clear calls to action to guide the user through the content.
Remember to optimize your landing page copy for search engines by strategically incorporating your target keywords without sacrificing the readability and quality of the content. By striking the right balance between SEO and user-centric writing, you can create a landing page that ranks well in search results, resonates with your potential customers, and drives conversions.
Optimizing Images and Videos for a Better User Experience
In addition to compelling copy, visuals play a crucial role in creating a high-converting BigCommerce landing page. Carefully selected and optimized images and videos can enhance the user experience, increase engagement, and drive more conversions.
When it comes to images, choose high-quality, visually appealing images that accurately represent your products or services. Ensure that your images are properly sized and optimized for fast loading times, as slow-loading pages can negatively impact your search engine rankings and user experience. Check out these great tools for editing and optimizing your images: Canva, Adobe Image Resizer, and Pixc.
Consider incorporating product images, lifestyle shots, or infographics that help to communicate your value proposition and engage your audience visually. Additionally, optimize your image file names and alt text to improve their searchability and accessibility for users with visual impairments. Adding alt text descriptions also helps SEO!
Videos can also be a powerful tool for engaging your audience and showcasing your products or services. Incorporate product demos, explainer videos, or customer testimonials to provide a more immersive and informative user experience. Optimize your videos for search engines by including relevant keywords in the title, description, and transcripts, and ensure that they are hosted on a fast, reliable platform to minimize loading times.
By strategically incorporating visuals into your BigCommerce landing page, you can create a more visually appealing and user-friendly experience that resonates with your target audience and drives them to take the desired action. Much of this can be completed in-house, but reach out if you want a second set of eyes on your files to ensure they’re properly optimized for your BigCommerce website.
Implementing Effective Call-to-Action Buttons and Forms
The call-to-action (CTA) is the crucial element that encourages your landing page visitors to take the next step, whether that's making a purchase, signing up for a newsletter, or requesting more information. Effective CTA buttons and forms are essential for converting your audience and achieving your business objectives.
Pro Tip: You can work with a BigCommerce Developer to insert the button into your landing page if needed.
Start by clearly defining your desired conversion goal and then create a CTA that aligns with that objective. Use action-oriented language to encourage your visitors to take the next step. This could include language like,
- "Shop Now"
- "Sign Up"
- "Get a Quote"
- “Buy Now”
- “Call Us Now”
- “Get Yours Today”
- “Download Now”
- “Subscribe Today”
- “Book Your Spot”
Pro tip: Using a contrasting color or eye-catching design for your CTA button. This makes it impossible to miss and will stand out on BigCommerce landing page!
When it comes to forms, keep them simple and user-friendly. Avoid asking for too much information upfront, as this can deter potential customers and increase the risk of abandoned conversions. Instead, focus on collecting the most essential data, such as name, email address, and any relevant product or service preferences.
Optimize your Call to Action (CTA) buttons and forms for both desktop and mobile devices, ensuring a seamless user experience across all devices. Additionally, consider implementing testing to determine the most effective CTA and form designs for your BigCommerce landing page. This might take some time, but the data could be very helpful in the long run.
By creating a clear and compelling call-to-action, you can guide your visitors through the conversion funnel and increase the likelihood of them taking the desired action, ultimately driving more sales and revenue for your business.
Monitoring and Analyzing Landing Page Performance
Designing a great BigCommerce landing page is not a “set and forget” sort of thing. An amazing landing page is an ever-evolving page that should be in an ongoing process of monitoring, analysis, and revisions. This ensures its effectiveness and relevancy. By regularly tracking and analyzing the performance of your landing page, you can make data-driven decisions to optimize its content, design, and user experience, ultimately driving better results for your business.
Start by setting up tracking and analytics tools, such as Google Analytics, to monitor key metrics like page views, bounce rate, conversion rate, and average time on page. Analyze these metrics to identify areas of your landing page that are performing well and those that may need improvement.
Additionally, consider implementing testing to compare different versions of your landing page and determine the most effective design, content, and CTA elements. This can help you refine your landing page and make data-driven decisions to improve its performance over time.
Review and update your landing page regularly based on the insights you gather from your analytics and testing. This may involve changing the headline, copy, visuals, or call-to-action or even completely overhauling the page's structure and design. By continuously optimizing your BigCommerce landing page, you can ensure that it remains a powerful tool for driving conversions and achieving your e-commerce goals.
Summary
Creating a best-in-class BigCommerce landing page is an intentional process that involves strategic planning, thoughtful design, and continuous review for optimization. By understanding your target audience, conducting thorough keyword research, crafting compelling content, and implementing effective visuals and calls to action, you can significantly enhance user experience and drive higher conversions. Remember to regularly monitor and analyze your landing page performance to make data-driven improvements that keep your content fresh and relevant. With dedication and the right strategies in place, your BigCommerce landing page can become a powerful tool that boosts your SEO rankings and propels your online business toward sustained success.
BigCommerce Agency Partner
Here at Anchor Group, we specialize in helping merchants implement their BigCommerce site or optimize their current BigCommerce site. If this article has piqued your interest in BigCommerce landing pages or BigCommerce SEO strategy and if you’re looking for more info, or just want to have an honest conversation with a BigCommerce Expert, reach out!
